Email marketing is the most cost effective marketing strategy available to today’s online entrepreneur. This low cost, high return technology, delivering the highest ROI of any other marketing tactic, could well be the most profitable component of your entire eCommerce strategy. Despite this, many online retailers fail to engage with the channel, choosing instead to invest in high risk or unproven strategies. Online retailers who fail to engage with email marketing are not only leaving money on the table, they are potentially damaging their long term profitability. Join John Hayes, marketing strategist and contributing author at icontacts for this short webinar and you’ll discover: - How to build powerful email lists that will help you drive brand loyalty, generate repeat sales and increase profits. - How social media and mobile technology have enhanced email marketing’s proposition and delivered a more flexible, targeted solution. - How you can launch strategic, targeted campaigns that will start driving revenues within the next 30 days (or sooner). You can watch the webinar here: https://youtu.be/JTI9zSyeYCI

1. Retail. Accelerated.
www.brightpearl.com
Email Marketing: The
Profitable Component of your
eCommerce Strategy
May 2015
Presented by:
John Hayes iContact @j_w_hayes
Phill Kay Brightpearl @BrightpearlHQ

2. ● A quick introduction to Brightpearl and John Hayes
● How to build powerful email lists that will help you drive brand loyalty,
generate repeat sales and increase profits.
● How social media and mobile technology have enhanced email
marketing’s proposition and delivered a more flexible, targeted
solution.
● How you can launch strategic, targeted campaigns that will start
driving revenues within the next 30 days (or sooner).
● Q&A
Talking points:

3. ● Chris Tanner & Andrew Mulvenna founded Lush Longboards whilst at
university studying computer science
● Whilst growing Lush Longboards Chris started to write Brightpearl for
use in his own business
● In 2007 Chris decided to sell Lush Longboards to focus on Brightpearl
● In 2015 we now have over 1200 customers across the world and
employee 80 people in Bristol and San Francisco
Intro: Brightpearl history: Lush Longboards

4. Brightpearl is a multichannel retail
management system
We help retailers manage the heart
of their business - bringing orders,
inventory, customer data,
accounting and reporting together
in one place
Intro: The Brightpearl Solution

5. John W. Hayes
Email: jhayes@icontact.com
Twitter: @john_w_hayes
Tel: +44 (0)7952 779076

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10. What we don’t do
• Sell lists
• Allow the use of purchased lists

11. What is this?
@

13. @mbassador

14. Average number of followers = 126
ROI from email marketing = 43:1
Average number of friends = 130

15. ROI from email marketing = 43:1

17. Rule #1 – Be relevant (and useful)
A monthly email to your entire list is not a
strategy – it’s an afterthought. You need to
build a strategy based on relevancy to your
target market and the quality of your message.
If you’ve got nothing to say, don’t say it – even
if it is the second Tuesday of the month.

18. Rule #2 – Less is more
Select just one offer per email and segment
your list accordingly. If you have a range of
complementary products, choose a hero
product to focus on and add simple links to
promote the additional items. Think of your
email like a menu in a restaurant – too many
dishes to choose from and nothing looks
appetizing.

19. Rule #3 – More is more
Now that you’ve made your campaigns more
relevant, it’s time to increase the frequency of
your emails. Keep your emails relevant and
interesting and your subscribers will welcome
the increased touch points.

20. Rule #4 – Headline news (subject lines)
Your subject line should scream benefits.
Think of it in the same way a newspaper editor
writes a headline. It should tell the full story
and entice the subscriber to read more. Give
your subject line as much thought as your body
text. Your subject line is your first line of
defense between your subscribers and the
delete button.

21. Rule #5 – Automate & Nurture
Set up auto-responders to automatically deliver
a predefined series of messages. These could
include welcome messages to new
subscribers, online courses or carefully crafted
sales messages delivered over a specific
period of time.

22. Rule #6 – Take time for text
Make good use of real text (not graphics) at
the top of your email. A graphic-heavy email
will appear blank until the subscriber has
selected to download the graphics. Real text in
the message will remain visible even in HTML
emails and entice subscribers to open the
complete email.

23. Rule #7 – Get social
Use your email campaigns to encourage
subscribers to engage with your social media
activity on Facebook or Twitter. Social media
will not replace your email activity but will allow
you to build your brand across your
subscribers’ social networks.

24. Rule #8 – Test
Whenever possible, test your subject lines and
creatives and then optimize accordingly. Split
testing does not have to be complicated. Hit
20% of your list with two different emails and
monitor the response. Hit the remaining 80%
with the most successful email.

25. Rule #9 – Cleanse
Take the time to cut the deadwood from your
list. Remove bounced email addresses and
any names that have not opened any of your
mails over a significant period of time.
Remember, you are paying to target a list of
people who want to receive your emails. Old,
dead and unwanted emails are expensive and
can damage your reputation.

26. Rule #10 – Understand your ROI
A client once told me their email campaigns did not
yield a great ROI. He said a single, untargeted,
monthly email to a list of 15,000 names generated only
18 sales (with an average spend of $48). That meant
for every dollar he spent, he saw more than eight
dollars back or a 692% ROI. I suggested he compare
this to his ROI from paid search and then start getting
strategic about his emails campaigns.

27. Learn More:
Visit: www.iContact.com
Twitter: @iContact
Facebook: www.facebook.com/iContact

28. Q&A

29. Retail. Accelerated.
Thank you.
#RetailAccelerated
Contact us
First Floor, New Bond
House,
Bond Street, Bristol, BS2
9AG
Phone 0845 003 8935
www.brightpearl.com